What Does a Social Media Manager Do?

A social media manager is crucial for maintaining a brand’s online presence. They oversee social media accounts, create content, and manage engagement to promote brand identity and foster customer interaction. Social media plays a pivotal role in modern business, offering brands the opportunity to connect with audiences, increase visibility, and drive growth. The demand for skilled social media managers continues to rise as businesses increasingly rely on digital platforms to stay competitive and relevant.

The importance of having a dedicated social media professional cannot be overstated. These experts not only develop tailored strategies for platforms like Instagram, Facebook, LinkedIn, and TikTok but also monitor trends, engage with online communities, and track performance metrics. As more businesses seek to enhance their digital footprint, the need for social media managers with a robust skillset and the ability to adapt to the ever-changing digital landscape grows significantly.

1. Core Responsibilities of a Social Media Manager

A social media manager oversees several key responsibilities that keep a brand’s online presence active, relevant, and engaging.

Content Creation & Curation

Creating original content such as posts, images, videos, and stories is a fundamental aspect of the role. This content must be visually appealing, relevant to the audience, and align with the brand’s voice. Additionally, curating content from third-party sources ensures that the brand remains connected to wider industry conversations while providing value to its followers.

Platform-Specific Strategy Development

Every social media platform has a unique audience and set of norms, so strategies must be crafted with each platform in mind. For example, LinkedIn requires a more professional tone than Instagram, which is more visual and casual. The manager’s goal is to align these platform-specific strategies with broader marketing objectives, ensuring the brand’s message remains consistent across channels.

2. Community Management & Engagement

Fostering Online Communities

One of the primary responsibilities is to engage with the brand’s community. This involves responding to comments, messages, and mentions to foster a sense of belonging among followers. Social media managers must actively monitor conversations and create opportunities for users to interact with the brand.

Handling Customer Queries & Feedback

Social media is often the first place customers go for assistance or to voice feedback. A social media manager acts as the front line for handling these inquiries. They resolve issues when possible and escalate more complex concerns to appropriate departments. This role is vital for maintaining customer satisfaction and loyalty.

3. Monitoring & Analytics

Tracking Key Metrics

Social media managers continuously monitor performance metrics like engagement rates, impressions, reach, and follower growth. These metrics provide insights into how well content resonates with the audience and how effective campaigns are at reaching their goals.

Data-Driven Adjustments

Using analytics tools like Google Analytics and platform-specific insights, social media managers adjust content and strategies based on performance data. This ensures the brand’s social media presence remains dynamic and optimised for engagement and conversions. Reporting these insights to stakeholders ensures that strategies are aligned with business objectives.

4. Staying Updated on Social Media Trends

Monitoring Platform Changes & Features

Social media is constantly evolving. Managers must stay informed about platform changes, such as algorithm updates, new tools, and emerging features like Instagram Reels or Twitter’s latest updates. Adapting to these changes ensures the brand remains competitive and relevant.

Leveraging Trends for Brand Engagement

Being able to quickly leverage viral trends or popular hashtags is key to keeping content fresh and engaging. Social media managers strategically incorporate these trends to enhance visibility and increase engagement, ensuring the brand stays top of mind for followers.

5. Managing Paid Social Media Campaigns

Creating Paid Ad Campaigns

In addition to organic content, social media managers often handle paid ad campaigns. This includes setting up and managing ads on platforms like Facebook and Instagram. Managers must optimise these campaigns to drive specific outcomes, such as increasing website traffic or boosting sales.

Targeting & Audience Segmentation

A critical part of running effective paid campaigns is targeting the right audience. Social media managers define target audiences based on demographics, interests, and behaviours, and use techniques like A/B testing to refine their efforts. By doing so, they ensure the best return on investment (ROI) for advertising spend.

6. Collaboration with Other Teams

Cross-Functional Collaboration

A social media manager doesn’t work in isolation. They collaborate with marketing, PR, and customer service teams to ensure consistent messaging across all brand communications. This cross-functional collaboration ensures the brand is presented cohesively, regardless of the platform.

Influencer and Partner Collaboration

Collaborating with influencers and partners is another important aspect of the role. These collaborations can help boost the brand’s reach, leveraging the influencer’s or partner’s audience for increased exposure and engagement.

7. Skills and Tools a Social Media Manager Needs

Core Skills

The role requires a blend of creativity, analytical thinking, and communication skills. Social media managers need to generate compelling content, interpret performance data, and manage relationships with followers and influencers.

Essential Tools

Using the right tools is crucial for efficient social media management. Scheduling platforms like Hootsuite and Buffer allow managers to plan and automate posts, while analytics tools like Google Analytics and platform-specific insights help track performance and adjust strategies.

8. Career Growth and Opportunities

Typical Career Path

Social media management offers a clear career path. Many start in entry-level roles, such as social media assistants, and advance to more senior positions like social media strategists or digital marketing managers.

Related Job Titles

Professionals in this field may transition to related roles such as social media strategist, digital marketing manager, or content creator. Each role allows for further specialisation within the digital marketing industry.

Opportunities for Specialisation

There are also opportunities to specialise in specific platforms or industries. For instance, one could become an expert in Instagram marketing or focus on managing social media for specific niches like fashion or e-commerce.

What Skills Do You Need to Be a Social Media Manager?

A social media manager needs creativity, communication, and analytical skills to succeed. They must create engaging content, interpret data to optimise performance and communicate effectively with the audience.

In addition to these skills, proficiency in social media tools like scheduling platforms (Hootsuite, Buffer) and analytics software (Google Analytics) is crucial. Strong organisational skills and adaptability are also key, allowing managers to stay on top of trends and handle multiple tasks efficiently.

What Does a Social Media Manager Do Daily?

Daily tasks of a social media manager include creating and scheduling content, engaging with followers, and monitoring analytics. They ensure consistent posting while keeping the brand’s voice and goals in mind.

Additionally, they track performance metrics, manage social media ads, and adjust strategies based on data. Responding to messages and community feedback is also part of their regular responsibilities, ensuring ongoing engagement with the audience.

What Would Be Your First Task as a Social Media Manager?

The first task as a social media manager is often conducting an audit of the brand’s social media presence. This involves evaluating current performance and identifying areas for improvement.

Based on the audit, the manager would develop a content strategy tailored to the target audience, ensuring alignment with overall marketing goals. This sets the foundation for future success in managing the brand’s social presence.

Is Social Media Manager a Difficult Job?

Being a social media manager can be challenging due to the fast-paced nature of social media. It requires balancing creativity with data-driven strategies and managing multiple platforms simultaneously.

The role demands staying up-to-date with platform changes and trends while handling community engagement and content creation. While it can be demanding, it is rewarding for those who enjoy creativity and strategic thinking.

What Do Social Media Managers Charge?

Social media managers typically charge based on their experience and the scope of work. Freelancers may charge hourly rates between £20 and £50, while full-time managers can charge monthly retainers or salaries.

Rates can vary depending on the size of the business, the number of platforms managed, and whether additional services like paid ads or content creation are included. Negotiating rates based on the specific needs of a client is common.

How Much Does a Social Media Manager Earn in the UK?

In the UK, a social media manager earns between £25,000 and £40,000 annually, depending on experience and location. Senior positions in larger companies can offer salaries exceeding £50,000.

Freelancers and consultants may charge higher rates based on their expertise and the specific services provided. Earnings can vary widely depending on the industry and the scope of responsibilities.